Richard Millington's brilliant presentation from the OMN London event on the 30th August 2012

1. Building Successful
Branded Communities
How you can succeed where most organizations fail
Richard Millington
www.feverbee.com
richard@feverbee.com
@RichMillington

2. Most branded communities are
ghost towns

3. 90% of branded online communities have
less than 100 active members
- WSJ, 2008

4. Text

7. It’s time for a
radical rethink

8. Why do branded
online communities fail?

9. The Coca-Cola
Dilemma

12. pinpoint
the strong common interest

13. Time
Hobbies
Jobs
Travel
Media
(books/magazines)

17. Money
Cars
Holidays
Homes
Investments

19. Emotions
& Identity

24. Expensive
Time
•Cars
•Books/magazines/TV shows
•Money
•Video games
•Holidays
•Sports
•Laptops
•Travel products
•Designer suits
•Hobbies (e.g. gardening)
Emotional Reaction
•Good causes Representative
•Politicians •Apple Products
•Relationships •Red Bull
•Personality products •Green Products
(Innocent drinks, Haagen- •Job/Career-related
Daaz, Jetblue) •Nike Trainers
•Sports teams

25. Don’t fall victim to
‘Big Launch Syndrome’

26. StartStart small
small

27. StartStart small
small
Grow big

28. Make the community about
the community

32. Use Simple
Technology
Forums
Mailing lists
White Label
Open Source

33. Learn to build
thriving online communities
pillarsummit.com
(Registration closes Sept 24)

34. Free Community Resources!!
www.pillarsummit.com/omn

35. Any questions?